 Okay, we're back live here at Strata Conference in Silicon Valley. I'm John Furrier, the founder. This is our primetime, 12 o'clock hour here, power hour for theCUBE, where we break down the news and analysis. And I'm John Furrier, my co-host Dave Vellante from wikibond.org, chief analyst. We got the research, we got the publishing, we got the data science. This is our SiliconANGLE Media Group. We are happy to report live on the ground at Strata Conference with O'Reilly Media. Exclusive coverage here, and wall-to-wall all day for three days. But this hour, we're going to break down the top news. Dave, top story here is really the gloves are coming off in the industry. A lot of competitive pressure. First time I've seen this kind of heat in the business. EMC announced, is Green Plum, Pivotal, HD, a new distribution of Hadoop. Intel's announcing a distribution of Hadoop. A lot of- We have disco announced. When disco's announcing, a lot of great stuff. So Dave, I mean, this is a top story. We are seeing competitive pressure. Top story here is the pressure is hot. What's your take on what's happening? Two words, land grab. Mark, it's big, you know, it's 11 billion, growing to 50 billion, and everybody wants a piece of the action. Everybody says there will be no red hat of Hadoop, like there was a red hat of Linux, but everybody's going for the platform, John. I think that there's a lot of money to be made, and a lot of ecosystem, and a lot of services, and a lot of software to be sold around whoever wins that land grab. So EMC, Green Plum versus Cloud Air. Cloud Air is getting pounded in the press. We saw a giga-owned write two articles, in particular, highlighting Green Plum, particularly going at kind of depositioning Cloud Air. Another post by giga-owned talks about Cloud Air a who question mark. Cloud Air is getting kind of pounded. As a startup, it's growing very, very fast. You know, they're getting a lot of heat. In addition, Wired Magazine actually giving the implication that Green Plum is actually endorsed by Hammerbocker in their story, claiming Hadoop is changing the way database is kind of inferring that Green Plum's on fire. What do you make of all this? I mean, Green Plum is making a lot of noise, and Hadoop is at the center of all the action. So, again, a lot of competitive pressure. The platforms are expanding. Intel, talking about integrating into Silicon, and making it a native platform of Hadoop. Different distributions, different use cases. A lot of different market sizes. Dave, what do you make of all this? Green Plum, Cloud Air first. And then secondly, other players like WAN, Disco, Intel, and others, adding in their own distributions. Well, when I look at the EMC announcement, I do, John, think it was a strong announcement. There was some meat in the bone. I think that they were late to the market with the notion of bringing SQL and NoSQL together, so they had to do something that was more dramatic than say, you know, what Hadoop did in Impala did back in October or November. So, having said that, Green Plum's tried a lot of different things. You know, they were in bed with MapR, they did their own distribution, they made the chorus launch. You know, they've rolled out some products in innovation, and they've done a good job of getting that product into the hands of the EMC Salesforce. So there's a lot of, you know, really classical EMC pushing through the EMC system. Now, I think that the depositioning of Cloud Era is somewhat strange to me. I mean, I think Cloud Era is the visionary in this market. They're certainly growing. We just finished up the big data study. We've got them, you know, well north of $50 million in revenue. They are, you know- On a path to an IPO is somewhat speculating. Yeah, along with Mark Logic and TenGen, Cloud Era is, you know, the top, in the top three of the NoSQL Hadoop vendors. You've got Cassandra folks out there, still growing and as well. Yeah, so I mean, you know, the knocks against Cloud Era, I think that maybe that's some tongue in cheek, maybe it's link baiting, I don't really know, but you know, Cloud Era is the leader in this market. Or good PR by EMC? Or good PR by EMC, but Cloud Era is clearly the leader in this market, and now, you know, it's a fragile ecosystem, I think here. And that's why I think you're seeing, you know, all these distributions come out. IBM is the other one, you know, and I made this statement before, in the boring but important category, services is really the biggest share of the business, and IBM is a big player there. So I think you're starting to see this business really take shape, John, and real money to be made, but there's still a ton of posturing in the platforms and in database, and of course from our standpoint, we love it. Yeah, so it's obviously a war going on here with Hadoop, but the positionings are different, and I think there's some credibility issues on the line here. Obviously with Green Plum, the top story we're hearing from the counterpoint to Green Plum, top story is it's their fourth try, so a lot of people are attacking Green Plum on the credibility. Well, I think they're like Microsoft in a way, you know? A first one maybe not quite right, and the second one's maybe not quite right. Fourth time's the charm. Third one's maybe, you know. They got nine lives, or like, you know, maybe nine times. But I mean, the third one being the course launch, I mean, to me, that was just sort of an outlier because it's, you know, collaboration. They were sort of trying to make the play that data scientists need this collaborative platform, but I think that bringing SQL to Hadoop is a much more substantive announcement. Well, we've seen Green Plum come into the marketplace. We've seen their different moves. So obviously, when Pat Gelsinger was in charge of EMC, he was on the cube. He said, hey, we're going in to make money, we're going to do some business. They backed off a little bit, because it was early in the market, but now here it's clear that there's a value proposition. We had Bill Schmarzo on, and we were covering the event yesterday. It's a solid announcement. They have software, not an appliance. They did some things and they're targeting a market that's gettable for them. So, you know. Or remember too, the course launch, a big part of the course, frankly, the most interesting part to me of the course launch was the acquisition of Pivotal Labs. Right, so that's a very interesting angle. And you were at the announcement yesterday. I mean, Maritz was very prominent there. And anytime Maritz gets involved, you got to pay attention, right? Well, I mean, obviously the press is enamored by this move and, you know, and the folks on the ground here at Stratocommerce that I talked to, Dave, have said, you know, a couple of red flags. One, the Pride Bill project is spinning out. I've heard that from some folks here. So what's the support distribution going to look like there? How much assets are going to be supporting? Which distribution that Green Plum has? So that's another issue. And then the other one is the claim on 300 engineers, which I talked about on Twitter last night, they have three engineers working on Hadoop. Again, a lot of people in the community are like, well, are they committing code? Are they really working on Hadoop? Or is it internal to EMC? So I think Green Plum has some challenges. The good news is they had a great launch and the press is eating it up. You know, Wired Magazine, the GigaOM, and obviously we're all covering it. So I think that's a good thing for Green Plum. But again, the questions are going to have to be answered when this all dies down is, you know, can they support a customer base if this pivotal project goes as a spin-out with Paul Maritz and team? What's the strategy there? How much will EMC be bankrolling it? These are all legitimate questions. Well, excuse me, the other piece about the Green Plum announcement is it's Green Plum, right? So you're betting on Green Plum and now it's going to be interesting to see can the EMC Salesforce continue to sell that into its base? I mean, EMC is, you know, they're box sellers, they're salespeople, but it's a vastly changing company. It's a portfolio company. And that's really, I think, a key is the distribution channel for a software-led company. Now EMC has talked about, you know, going software-led and what we call software-led, they call it, I guess, software-defined. They end the end where. It's not defined yet, so it's, we'll see. It's not yet defined. The cake is still baking in that oven. So I think that's, you know, there's a business model, you know, a very intriguing business model angle there, but back to the Cloud Air story. I mean, Cloud Air has been consistent, you know, with its positioning from day one. Now, of course, then it's Hortonworks, which to me is even more pure from an open-source standpoint. So I think that that open-source piece is critical. Open-source will win. Open-source has a track record of winning. I think we're making that call, John. I mean, I think, right? I mean, that's, you know. I think the call is, I mean, open-source will always win. It has won historically over time. And I think what's going to be interesting about this battle is to be how much it will win. So, okay, that's the green plum, Cloud Air. I think the other news is that we're going to be talking about with Jeff Kelly is. Intel. Intel and also the big data report. So let's talk about that. Okay, yeah, so the big data report, Wikibon just released its second big data report. It's the only study out there that actually details vendor revenue and market share. It's broken it down now for the second year in a row. It's got a detailed forecast by the various segments, compute storage, services, database, et cetera. And some of the highlights, the market grew about 58% last year, up to 11.4 billion. It's forecast to grow at about that rate next year. It's approaching 20 billion by 2013 and headed toward 50 billion by 2017. IBM is the number one big data vendor. And John, we were at IOD and we pointed out at that event that IBM is very successfully super glued its analytics business to the big data theme. And, you know, depending on how you define big data, you can make it the market smaller or make it a lot bigger. You know, Chris Lynch has it at 100 billion, but so I think that there's- Where can they find that report? So they go to wikibon.org slash big data. Correct, yes, it's there. And you'll see that along with the big data manifesto and other works that we've done at Wikibon. I mean, John, you know, frankly, thanks to you, we really got into the big data market space probably before they were calling it big data, but many, many years ago. And as everything on the site, it's available for free. So please go check that out. A lot of people have commented what a great resource this is. And, you know, trying to, in the spirit of O'Reilly, you know, Tim O'Reilly, provide more value than you extract, so. So that's, you know, and then as I said before, Mark Lodger, Cloudera, and Tengen, the top three Hadoop NoSQL players. And, you know, in the predictions front, I mean, services is going to be, continue to be the big one, John. And it's in the boring but important category. Okay, so we are here live at siliconangle.com's coverage with wikibon.org's research team with some really amazing research, original research from wikibon. Jeff Kelly, she's got the market studies, SiliconANGLE has all the coverage on the ground here, straight up three days live. And we're excited to bring you exclusive coverage, interviews with thought leaders, executives, developers, all the happenings in big data are happening right here inside theCUBE. And let's go look around and see what's happening outside the world. Are we going to go out and look at, Mark, are we going to look at a clip? Okay, let's go out and see what's going on outside the Mobile World Congress going on today. After the break, we'll be right back with some footage from Mobile World Congress and analysis here on theCUBE, a Stratoconference here in Silicon Valley. We looked at all the programs out there and identified a gap in tech news coverage. Those shows are just the tip of the iceberg and we're here for the deep dive. The market begged for a program to fill that void. We're not just touting off headlines. We also want to analyze the big picture and ask the questions that no one else is asking. We work with analysts who know the industry from the inside out. We're creating a fundamental change in news coverage. Laying the foundation and setting the standard. And this is just the beginning. We looked at all the programs out there. Good morning, I'm Kristen Filetti and welcome to NewsDash on SiliconANGLE TV for Tuesday, February 26th, 2013. Here's your mobile angle roundup. Apple, the technology company that has become known for hoarding cash, will soon be making cash payments to irate parents. In response to a lawsuit over bait and switch apps, Apple has agreed to give users who were affected a $5 iTunes credit or cash if the amount lost was more than $30. The apps in question are those that were free to download but that offered virtual currency for sale within the game. Popular games like the Smurfs allowed and even encouraged children to buy virtual items resulting in massive credit card fees for unsuspecting parents. Parents complained that those purchases could be made even if children didn't have access to the account's iTunes password. The settlement is awaiting preliminary approval from a federal judge but once received, Apple will send email notifications to accounts that made virtual currency purchases. Firefox OS is off to a good start. SiliconANGLE broke the news yesterday about Mozilla's new open web device operating system and the initiative is already getting support from major phone manufacturers. The latest high profile partner is none other than Sony who announced its commitment to launch a Firefox OS device in 2014. Interestingly, Sony has yet to release a Windows phone handset. Currently, Sony appears to be focusing on less expensive handsets for emerging markets. Mozilla isn't keeping all its eggs in one basket. The company has put tremendous resources into developing Firefox OS but they haven't forgotten their customers who enjoy the Firefox experience on other platforms. Although the final version of Firefox 19 was just released, they just provided new information about the beta version of Firefox 20. Already available for Android, the advanced web browser boasts a few interesting new features. Per tab, private browsing allows users to alternate between normal and private tabs within the same session and new shortcut options for the home screen allow for even greater customization. The browser also supports additional devices and lower end phones. Users who plan on jailbreaking their iOS devices may not want to procrastinate. Apple is currently beta testing an update that kills evasion, the jailbreak method that was released earlier this month. Apple has been hard at work finding fixes for the vulnerabilities that are exploited in what is being referred to as the most popular jailbreaking method of all time. It still may take a month or longer for Apple to roll out the patch to users but an update is definitely on the way. Spotify, the music streaming service has five million paying subscribers and 20 million users. Their success has almost guaranteed copycat services and they may soon have an overwhelming competitor in Google. According to sources with knowledge of the situation, Google is in negotiations with major music labels with plans to roll out its own music streaming service sometime in the third quarter. Plans are to make the service available to all handsets, not just Android. Apple is also planning a music streaming service but it's unknown when the feature might be made available to users. While such a service would fit well with Amazon.com's digital strategy and its family of Kindle products, Amazon has not yet hinted that they're working on a music streaming product. iOS is making large gains in the enterprise market and that doesn't bode well for Android. Mobile device management vendor Good Technology reports that nearly 77% of devices activated by its corporate customers in the fourth quarter of 2012 were powered by iOS up from 71% a year earlier. Android came in at 22.7% down from the 29% Android OEM partners like Samsung hope to turn this around by heavily promoting Galaxy devices as essential for the enterprise with ad bytes placed during the Super Bowl and the Academy Awards to promote its Samsung safe program. Sony's planned Firefox OS handset shows the company's interest in emerging markets and they aren't alone. At Mobile World Congress, Nokia just announced a pair of candy bar phones that it hopes will be competitive in the emerging markets. The Nokia 105 and 3R1 are simple and expensive feature phones with an extraordinary battery life of 30 days standby time. At $20 and $85 respectively, the sheer affordability could be the most attractive feature. Additional features include a flashlight and FM radio for the Nokia 105 and a 3.2 megapixel camera with panorama sequential shot and a self portrait mode as well as exchange mail and Nokia Express internet for the Nokia 301. Both handsets will be available in quarter two of this year. Intel is making a bit of a show at the Mobile World Congress, debuting a new series of hefty mobile processors. Mobile manufacturers generally value battery life over raw power and historically speaking, Intel chips tend to have issues with power consumption. In an effort to shed themselves of this power hog image, Intel's latest mobile processor line, the Clover Trail Plus, is designed to be not only more power efficient, but also have the brute force to carry Intel into the future. Both Intel's plans don't just stop there. Intel has announced the successor to the Clover Trail Plus line called Bay Trail. Codenamed Maryfield, the new Bay Trail architecture will not only be Intel's first quad core mobile processor, but the new architecture will downsize Intel's chip size from 32 nanometers to 22. These improvements mean that the new chip will not only be more power efficient, but increasing overall battery life, it will also double the speed of Intel's current tablet chip. Intel's aiming to push the new chip into the low end market with an upcoming device partnership with ASUS, going as far as to give some details about a new seven inch Android tablet. Despite all of these improvements, Intel still has yet to release a multi-mode or 4G LTE capable chip, but they are looking to the future, commenting that they will be releasing a multi-mode version of their processor in the coming months. And that's your SiliconANGLE News Roundup for Tuesday, February 26, 2013. For the latest information on news of the day and tech innovation, stay tuned to News Desk on SiliconANGLE TV. We looked at all the programs out there and identified a gap in tech news coverage. Those shows are just the tip of the iceberg and we're here for the deep dive. The market begged for our program to fill that void. We're not just touting off headlines. We also want to analyze the big picture and ask the questions that no one else is asking. We work with analysts who know the industry from the inside out. So what do you think was the source of this missing? So you mentioned briefly, if that's the case, then why does the world need another software? We're creating a fundamental change in news coverage, laying the foundation and setting the standard. And this is just the beginning. Okay, we're back here live at the primetime power hour, 12 to 1, here at the event. At everycubeeventsiliconangle.tv coverage, we'll have theCUBE and we'll be doing one hour segment, Dave. We just saw the news at Mobile World Congress and a breakdown from our News Desk, our new program every morning on SiliconANGLE. We're back. John, I have to say, so one of the reasons I love working with you is because you're a maverick. You'll go into places where others might not. One of the greatest moments that I can recall and want to share with our audience was at Oracle Open World two years ago when Larry Allison essentially kicked Mark Benioff off of his keynote. He actually didn't kick him out. He moved him to Thursday morning at 8 a.m. when everybody was already gone and hung over. And so Benioff tweeted out, hey, I'm going to be at the hotel across the street. You are about your way in there. You got right in the front row. You got the only, an exclusive interview with Mark Benioff, which was fantastic, about getting kicked off and about his whole message. Fantastic coverage. Yesterday you were at the Green Plum announcement and you took note that Green Plum, EMC had the gloves off. They were taking shots at Cloudera. So what did you do? You grabbed the film crew, you went to Cloudera to get a helmet on the record. So take us through what happened there. What's your breaking analysis of what went down yesterday? Well, we're going to go to the tape right now, but I just want to say that it went down there. I mean, obviously there in Palo Alto, my hometown, it's where our office is and where our studio is. And I want to get down there and get in their office and get a perspective. I mean, in real time, we're all about real time. They're about real time. EMC had an impressive announcement, some clever tricks that they pulled with the audience in terms of the production but the solid announcement with the product. And so I wanted to get Cloudera's take on it because they just completely depositioned Hive and Impala. So this is my commentary down at Cloudera yesterday. This is SiliconANG, I'm John Furrier. I'm at Cloudera in Palo Alto, California on the ground where the action is. I was just in San Francisco this morning where EMC Green Plum announced Pivotal HD, a new distribution of Hadoop. Their fourth try at Hadoop distribution they put on top of the Green Plum engine, squarely targeted in the data warehousing space, trying to get into the Hadoop action, purpose built. It's a direct strike against Cloudera. They went after Hive, which is open source and Cloudera's new Impala program. There's a very aggressive move. So we're going to Cloudera right here where the actions get their official response on the record about their comments to EMC Green Plum. So we're going to go inside to get the answers from Cloudera. The big question is, what's their response? Let's see what their answer is. Okay, we're here at Strada Hadoop World, or AKA Strada, this Hadoop World's in the fall. We were just there. We're with Cloudera's VP of product, Charles Zedlesky. Charles, welcome back to theCUBE for a conversation around some of the competitive moves in the marketplace. Yesterday, Green Plum announced Pivotal HD, another distribution. Their fourth try at Hadoop, this time putting their proprietary software, not an appliance on top of HDFS and a variety of other tools. But mainly the big conversation was yesterday was the bravado, the air positioning was very aggressive against Hive, and Hive has been a punching bag for many people these days. And also, Cloudera's Impala, you guys announced, which is a comprehensive new way to think about a data platform. So I found that striking in two ways. One is good to see Green Plum do a really good, well orchestrated announcement. So there's a lot of sizzle and they presented some steak, some beef as we would say. So their steak was performance, sequel and Hadoop, and they're positioning that to the IT community and to the world saying they are Hadoop. Here's some Hadoop with your data warehouse and using sequel as a way to say that's what we want to achieve. So one, I want to get your official Cloudera take on that. Obviously, people when I talked to Cloudera yesterday, off the record, we're pretty confident that you weren't there, we couldn't get you. But what is your take on the news in Green Plum? Obviously, Paul Moritz is a big name. I mean, he's got some chops. And he was leading the video and leading the charge with this. And I'll see if they're spinning out Pivotal from VMware. So what's your take on this? Well, Jesus, so many things. I guess to start, I mean, you have to say to some extent you're flattered. You know, last year we announced Impala, which was the first and still only open source parallel sequel engine that runs on top of the Hadoop platform. And it lets a whole range of users that previously didn't have access to Hadoop data, the BI users, the sequel gurus, it lets them have a user experience on Hadoop data that just wasn't possible previously. Now, it seems like it's time for Green Plum to try to follow our lead. And that's great. We always know that when you do something good, you're going to inspire imitators. I think, you know, you mentioned four trials. I think maybe Flatter was starting to get a little stalkery, right? You know, there's been, you know, there was MapReduce in the Green Plum database, and that didn't work out so well. And then there was Green Plum Promoted MapR, and I guess that didn't work out so well. And then Green Plum had, Green Plum HD, but now four times the charm. So we'll see where that takes them. But Barry knows. But Barry knows. It's three strikes, you're out. Yeah. A Morgan somewhere, you know. But Barry, I don't want to discourage Green Plum from participating in this market. I think it is great that they want to violate the idea of kind of a converged platform for big data. I'm hugely grateful for all the spending on airport ads. It's doing a wonderful job making the market. And Cloudera benefits enormously from that. Yeah, so talk about Cloudera in particular versus vis-a-vis this announcement. So why would someone want to put all the stuff in HDFS and then pull it into Green Plum? What is their strategy? What is the business approach? What's their, I mean, I don't want to say business model because obviously they have a more proprietary approach, but you know, is the strategy going on to work? What's your take on the strategy? I think the vision that we laid out, the vision that we laid out last year was this idea of the platform for big data. I think previously, when as Hadoop has been growing in popularity, there's been this notion of that there's lots of different data management technologies and they all have their place and right tool for the right job and that's, and Hadoop's just one of them, right? And I think what we tried to get across last year was absolutely there's still lots of data management technologies and they have different strengths and weaknesses, but make no mistake, Hadoop is the basis for the platform for big data. It's not a spoke in this architecture, it's the hub. And the fact that you can bring something like Impala to this platform is evidence of its longevity and its ability to grow and morph into surprising and different things that a database could never do. So I think that Green Plum is getting lies to that fact, right? They're violating the fact that Hadoop is the platform for big data. This is the basis for the data management architecture for the future. The world's still going to need databases and lots of other specialized technologies, but no mistake that Hadoop is increasingly going to be the hub and these things are going to be the spoke. So Impala obviously has been this elusive concept that you guys have well-articulated and announced at Hadoop World and it's in beta. And everyone's like, let's cut air up too. It's a data platform and platforms imply land grab and everyone wants to be a platform. Obviously that's the take-off things, but you've also been kind of criticized and in some cases by people throwing and throw some blood into the market around its viability. So can you comment around the viability of Impala? Around, hey, it's just a pipe dream. Plot air is trying to throw a Hail Mary here. And these are some of the things that I've heard people say about Impala. So why do you respond to that? Well, that hurts. Look, we put something that's in beta, right? We put something out there which, and when we went into beta, we'd already had customers and we announced with Expedia. So that's how it's nice to launch a product into beta and it's already been in private beta for a number of months with customers. It's probably going to be GEO in the next month or two. So not that far away. But you guys have been quiet though. You're not pumping it up heavily like a dream please. We love our customers to the talking. And in fact, if you follow Twitter or if you follow blog posts, there are at least half a dozen spontaneous blog posts by all kinds of different users. But I've already adapted Impala. That's the beauty of open source, right? This is already, you go look at a blog post from Stripe which talked about how they've already incorporated Impala into their day-to-day usage of Hadoop. So it's already making its way in the world. By the way, you talk about its viability. I like my ads a lot better than I do that of a proprietary query engine. Like we've seen this story before. If you remember two years ago, the same vendor was promoting this time a proprietary file system. And they were saying, Green Plum was saying, oh well, you need a fancy file system. You need this MapR file system. It's got secret files. It's faster, right? They made a lot of aggressive performance claims then. That was one of six different proprietary file systems that we're all milling about trying to take something away from HDFS. They are almost all gone now. Most of them are out of business. And or they've been shelved as HDFS alternatives. Do you think Green Plum is a credibility problem? Well, I see fourth attempt and now I'm making these claims. I'd like customers to be the judge of that. I would say that the gap between a product announcement and product availability has been rather long. I mean, we're kind of approaching the duration of like a Duke Nukem sequel, right? Like, you know, a course was announced. I think it was about two years before course was actually out there. But I think more than the credibility issue, I just want to go back to the idea that at Clutter, we really believe that open source wins, right? There was six different proprietary competitors to HDFS. Now of them have found HDFS is far and away with the industry standard for how you store data. Now we're seeing the same thing again with SQL, right? So Green Plum is one proprietary sequel engine. There are numerous others. Some of them are small companies. Some of them are big. But I think history has shown that open wins. I think that's why Hadoop is as popular as it is. And I think that's why MPOL is getting the traction it is. And I think it's why it makes folks that have a lot to lose really, really nervous. So we were having some Twitter conversations last night about this announcement, which we were really excited to see a great show by EMC. And I like Scott Yara and Bill Cook's awesome over there. But when I started talking to some folks in the industry, they're like, what, there was a lot of questions around support, right? Open source is obviously one of the key things that we all believe in. But at the end of the day, it's all free code. Support makes the difference. So the question on the table is, and I want to get your take on this. Green Plum has multiple versions of distributions out there. How are they going to support all that? And what do they do? I mean, as someone who's in the product group in the Cloudera, if you were on that side of the table, do they sunset everything immediately? I mean, what's the customer impact? What are some of the issues that they have right now? I mean, it's obviously they seem like, you know, they're groping for a strategy and now they have a new one, it sounds good. And the product was impressive. I mean, performance benchmarks look good. They were touting some serious speeds. But I want to, again, I want to say two years ago, they made another set of performance claims this time around the rather hood distribution. And those all turned out to be provably untrue, right? And I think that we should take away a lesson from this, which is that a vendor might be credible benchmarking their own software, but they're probably not the most credible source for benchmarks of a competitor's software, right? So, let's slide, I think the nice part about it- Yeah, I think they really slammed Hyde and Paula on the benchmark. I think the nice part about open source is, anybody who wants to prove to software themselves can download the software themselves and try it for themselves. At least they can with open source software. I don't really know if that's possible with Green Plum, but at least with an open source platform like Cloudera's, anyone can try it, anyone can see for themselves what the performance is actually. Well, the claims were a hundred times faster, it's interesting, but I want to get back to the customer. So, I know that you guys, I've been doing some digging around and doing some investigative poking and plotting, and you guys, I mean, you're in the executive committee at Cloudera, so I know that you're pretty well media trained, so I know you're not going to answer the question around customer references, but in general, I've been checking around, you guys do have some serious references on them, Paula and I aren't talking about them. Is that because big data is really a really sensitive issue, right? I mean, because I want you to talk about the use cases of your deployments, because what we're seeing is that people don't want to talk about their architectures because of hacking and some other proprietary concerns that they might have with their infrastructure, because when you start talking about big data to the extent of a data platform, there's a lot of new things going on. So, can you talk about the use case of Impala, and then compare and contrast that to, like, say, Green Plum's SQL data warehousing product? Well, yeah, I think in terms of references, obviously, like I said, we launched with Expedia, I suspect when we go GA, we'll probably have at least one additional reference to go with that. So I think we've tried to be forthcoming with some of them. But the US government and the banks aren't going to be informing customers. Except in fairness to a lot of our customers, it's just not a good deal for them, right? Like, it's obviously great for the technology, and it's great for us, but for folks that work in a large financial institution, or a retailer, or a telecommunications firm, you know, what's really the upside of sharing that information? It's not an especially good trade. We try to make it as good a deal for them as possible. I mean, in terms of the list cases... It gives a little taste of that customer base. What does it look like? What's the portfolio look like? Well, so, well, the customer base as a whole has obviously grown tremendously. There are several hundred production Hadoop instances that we support today across any number of different industries. At this point, all five of the top five commercial banks in North America run Cladera. Three of the top four credit card payment networks run Cladera today. Every major, I think three of the top five media companies run Cladera today. Three of the top five Fortune 500 retailers run Cladera today. We're also starting to see great traction in Western Europe, in Japan. I think two of the top three telecom carriers in Japan now are Cladera customers. I mean, Amherst and Korea right now. I'm not down to AT, right? Amherst and Korea, I guess. He has a... He has a... He's Matt Carlson. He's Matt Carlson. He's Matt Carlson. He's not here. Yeah, I mean, look, the adoption's been fantastic, right? We're really, really fortunate. Cladera's up to about 320 employees. Obviously, we're not, you know, we're not making that possible on the back of venture money. That's customer revenue that's funding that growth. By the way, giving back to your point about use cases. So from power right now, we're seeing it open all kinds of new possibilities, right? So we're seeing customers that want to use Hadoop to process data, but they weren't able to do kind of short cycles, submitted SLAs. Now they're able to do that thanks to Impala. We're seeing customers that previously, when they were doing like data signs, what they were doing as some kind of analytic model or machine learning. Before, they were basically having to copy data out to a database, just to do some interactive SQL, just to explore the data. Now they're able to do that all that resident on the Hadoop data at the same economics as the rest of the Hadoop stack. You know, Greene put them on a great announcement yesterday. One of their slogans in terms of presentation, one of their slogans was Harper Reed from the Obama campaign was their show horse there and the announcement. He said big answers, okay? Which I like. Big data is about big answers, but I would actually say to Harper, I don't think that that's the right slogan. I think the right slogan is the right answer and new answers. So what we're tracking at Silicon Angle, Wikibon is kind of old way, new way, right? So what you're seeing about Greene Plum is, can they cross over the old data warehouse, I mean, is it the fastest horse and buggy or is it the new car that everyone's wants? So to me, what we're looking at is, what are the new use cases? What's the emerging business value? So as people think about a data platform, that's kind of what we're looking at. So folks watching, that's one of our areas and that's what we'll be asking all the guests here today. I think if you want to handicap where this is all going to go, I think there's a couple of different things you want to look at, right? So one is business model. So companies like Greene Plum, there's lots of them, they come from a world of very, very expensive systems. Many tens of thousands of dollars per terabyte under management, right? The dupe makes big data much, much more economical. So the question is whether or not a company that's been addicted to this very, very high fees is going to be able to, is going to be able to function in a world where people are used to being able to have all the data they want without having to worry about serious economic consequences. I think the second big thing is around how well can you integrate with the rest of the Hadoop stack, right? Can you say that you're going to have one security model, that you're going to have one set of schemas, one set of objects, one data model? Are you going to be able to share resources between not just SQL but MapReduce and potentially other ways of working with data in the future? So I think that the degree to which you're going to work with the rest of the Hadoop stack and really provide a unified experience, right? I think that's another big consideration for users. And then the third thing is goes back to open source. The advantage you get when you deliver an open source technology like Impala is, it just makes its way out in the world with very, very little friction. It's easy to bundle into our existing distribution. It's easy to have people trial. It's easy for people to run at scale and not worry about consequences of license. These are really advantageous things and it's one of the major reasons why we've had so many big companies bet on Cloudera so early in our life. Well, Green Plum had an impressive announcement yesterday with Pivotal HD, obviously all the sizzle and they had some stake. The question is what kind of stake is it? What kind of cut of meat is that they present? And we'll be looking on it. I like their software-led approach. I love how it's software. So good message. As they say, it's their fourth attempt, probably their last try. It's go big or go home time for Green Plum. So it's exciting and thanks for breaking that down. My final question for you is as the VP of product of Cloudera and you guys are growing at a ridiculous pace right now over 400 people and growing. And I hear you got some movement into the new big space, et cetera, soon. What do you tell your product guys? They see the Green Plum announcement. Obviously I'm hearing from other people in the community. They're kind of ruffled feathers here with this announcement from Green Plum. So what do you tell the troops? You assemble the troops. What do you say? Stay to your business, competition's good. What's your answer there? I tell them Christmas came early. Or late, I guess we're on the late side of it. I think, look, we told the world that the future that Hadoop was the platform for big data and that the future was these converged systems where you could bring different ways of working with your data to the same system, right? And you know, it was a little lonely. It's always a little lonely as a leader and to have someone who wants to follow us and verify to everybody else that's really the future of data management, that's fantastic. I think it's great for our business. The future of data processing, an old term coined by IBM and the mainframe guys now coming back to the life of where data processing is going to be a very big trend. We're watching it. Silicon Angle and Wikibon and Green Plum is going hard. They put a stake in the ground trying to steamroll the community. Charles, you're on the Cloudera side. Thanks for your comments and appreciate your time. That's the Silicon Angle TV's coverage of Stratoconference in Silicon Valley. I'm John Furrier with Silicon Angle. We'll be right back. Thanks for your time. Thanks. All right, good. Hey, I just spoke with Justin Erickson and the feedback was very clear from Cloudera. They're obviously not surprised by EMC Green Plum's announcement being aggressive in that they're entering the Hadoop market. Notable comments from Cloudera clearly are confidence. They have a lot of confidence in their strategy but they're really critical of Green Plum because it's their fourth try entering the distribution business and they are still carrying multiple distributions of Hadoop. But more importantly, the general sentiment is it's a cheap man's data warehouse with SQL. But really the big question comes down to throughput versus latency and also going beyond SQL. And the real question that's on our mind and others is what is beyond SQL? Is the future of data processing just SQL and purpose-built solutions with Green Plum appears to be? And will this affect the ecosystem? Also I asked directly about the comments around Green Plum's aggressiveness against hype and impala which is a direct strike through the entire Hadoop ecosystem. And Cloudera's response was, quite frankly, surprising to me. They were in a confident way. They said welcome to the competition. It's a real compliment to impala and endorsement to the impala as the gold standard. But I think that's an initial response from Cloudera and I think the wheels will be turning here in Cloudera all through the night getting ready for Strada and their other messaging. And I think this is going to be a wake-up call for Cloudera and everyone to really understand the impact of the aggressiveness of the EMC move. And again, Cloudera is continuing to pioneer Hadoop in use cases that cut across multiple markets. The EMC Green Plum thing is noted by some of the Cloudera product managers like Justin Erickson is that this is one segment of the markets, the data warehousing market. Terra data is really the main target in other areas like that. It's really just data warehousing with SQL. It doesn't address the real innovations going on around the ecosystem, around emerging data business value. And I think Cloudera's position will continue to be pioneering that global data value, the business value, doing things, doing new use cases. So interesting that Cloudera's slogan is big questions and Green Plum was promoting the concept of big answers and getting things fast. The good news is competition brings out the best in people and Cloudera has always risen to the occasion. Let's see if they can hear. I think they have to sharpen their pencils and get people run a little bit faster on Impala. We'll hear from them at Strada. But right now they're not surprised by Green Plum and they're confident and they look at it as just another data warehousing with a querying of SQL. Not a big threat. They're confident and we'll see them at Strada and get some more information. We looked at all the programs out there and identified a gap in tech news coverage. Those shows are just the tip of the iceberg and we're here for the deep dive. The market begged for a program to fill that void. We're not just touting off headlines. We also want to analyze the big picture and ask the questions that no one else is asking. We work with analysts who know the industry from the inside out. So what do you think was the source of this missing? So you mentioned briefly there are... If that's the case then why does the world need another software? We're creating a fundamental change in news coverage. Laying the foundation and setting the standard. And this is just the beginning. Silicon Valley in Santa Clara, California is John Furrier, SiliconANGLE. We just saw the segment where I went to Cloudera to get their opinion on the EMC announcement yesterday with Green Plum, Pivotal HD. The Cloudera response was no comment. At the actual event we had Charles, the VP of Product here inside the queue in the morning for a sit down conversation around their response. And I'm joined here with Dave Vellante, chief research and co-founder of Wikibon.org and Jeff Kelly, big data analyst at Wikibon who just released his second groundbreaking market sizing of big data. Again, leading the charge you guys. First of all I just want to say congratulations on the big data report. Jeff and Dave you guys have done some, again amazing work at Wikibon. I love working with you guys because one year all about free content unlike the competition, Gartner and IEC which charge and others. More importantly, the relevance of the report. So congratulations. Let's dig deep into this Green Plum Cloudera war. Now skirmish, now full war. Obviously Green Plum took the gloves off again. We were commenting earlier, great announcement. Jeff and I were in San Francisco yesterday in the Dogpatch studios for the announcement. Again, a well done show by EMC. EMC knows the enterprise. They know what's going on with the customer base. We also, Cloudera also knows what's going on. They're pioneering Hadoop. Jeff, I want to start with you. You're back from San Francisco. You were at the Intel announcement with their distribution of Hadoop. But let's talk about the Cloudera Green Plum situation. What's your take on one, the announcement and what you're hearing since the announcement. Obviously a lot of stuff going on on Twitter. We have a lot of folks coming through the Cube here putting out their opinions, some dissenting opinion around Green Plum and some positive comments from Bill Schmarz and others. Obviously he works for EMC. What's your take? Well, I think overall, I like the vision put forth by Green Plum. I think the idea of bringing SQL tools and databases inside of Hadoop is really the future of big data, a single comprehensive platform rather than tying things together with connectors. So from a vision perspective, I think it's the right direction to go. In terms of how functional it will be in its early iteration, it remains to be seen. I think that the potential negatives are obviously, well first of all, now Green Plum has last counted and I could be wrong here, but I think they've got three distributions of Hadoop now. So they got a map bar, right? So the map bar, there's Green Plum HD, which was until yesterday was their distribution. Which they're going to continue to support. Oh they are, okay. And they're going to continue to invest in. So they sold a bunch. And that's based on Hadoop 1.0. And now Pivotal HD, which is based on Hadoop 2.0, which includes some more features and functions around HDFS. So I think that's a little bit confusing to the market. There could also potentially be some performance issues when you're applying Green Plum an MPP database, but not designed to sit in kind of a network cluster like Hadoop. So there are some issues there around data locality, support for pend-only tables, things like that. So there's going to be some functionality they're going to have to work on. Again, I like the vision. Remains to be seen in terms of execution and how it's actually going to perform. And then of course you've got, this was calling it a direct response to Impala might not technically be accurate, but it's pretty close. This is, I think the whole market understands that bringing this kind of interactive analytics capabilities to Hadoop is key and this is where the market's going. So this is really Green Plum's attempt to meet that demand. And of course, Cloudera with Impala certainly have some interesting, it's got a lot of buzz to the last strata Hadoop world, but we have heard it's still in beta, still very early days. So it's very early, but it's interesting to see everyone's kind of going to this point. Yeah, I mean, obviously there's no doubt that people see HTFS as a store with data. The different approaches is what comes up, right? And so we had Bill Schmarzo on from EMC Consulting and he made an interesting reference, Dave, talking about the BI market in the enterprise and so obviously there's a lot of people sitting, I don't want to say on their hands, but sitting on pre-existing solutions in the enterprise based upon data warehousing, technologists kind of laying around are still there and there's this untapped market of BI and it's clear that Green Plum is going after that. They've tried other attempts against Teradata, for example, going to Rip and Replace. That was a failed strategy. We know that when Green Plum sold to EMC they tried that sales approach, that crashed and burned, but this time it looks very viable. So one, strategy-wise for EMC at least, to get some beach head. Two, another notable thing that I would point out, Jeff, that I liked with what was announced with Pivotal HD was the software approach. So Dave, comments on one, the software-led approach with software and two, the BI market. What's your take on that? Well, first thing I want to say is, John, I want to go back to the first Hadoop world that we were at. EMC had just acquired Green Plum. We had just released a study on the BIDW, data warehouse market and what a mess it was. And Green Plum essentially did a press release that they were either doing a connector or had developed a connector. I think it was one of those, hey, let's do a press release and then we'll develop the connector kind of thing for Cloudera, which of course at the time was the really only game in town. At EMC World two years ago, we squinted through the EMC Green Plum announcement, which included the MapR distribution and said, hmm, this is interesting. EMC's relationship with Cloudera is going to get a little chilly. They are not going to let Cloudera run away with this thing. You remember the discourse we had there? Nobody was covering this. And that's all we could talk about. In Cloudera, I thought they were in the lead and they were like brushing things off, like, hey, we're the cats meow, no problem. And at the time, we said it was May of 2011, we said this marks the start of the platform wars in Hadoop. Mark our words, it's going to get really heated up and that's exactly what's happened. So it's very clear to me in strategy meetings, and remember I've been following EMC back when they were a memory company. This company thinks long-term and it also vigorously attacks marketplaces. So in strategy sessions, I guarantee that it's sitting there saying, how do we get a piece of the action? Because we want to sell hardware, we want to sell software, we want to sell services, and if we can own the platform, we can make more money. I guarantee that's the way they're thinking. And it's not just Cloudera, obviously Cloudera is the one that's taking the shots at or challenging or entering the market. Cloudera takes that as a compliment. That's just code word for we don't have a special response yet, but we have Charles on record now with an actual response. Tomorrow we're talking with Josh from EMC who runs the product management. We have Scott Houser from Hedapt, and we're also going to have Hortonworks on. Remember, this cloud, Greenfield Manus doesn't just affect Cloudera, it affects Hortonworks, Teradata, and a variety of other open source communities. Hedapt, MapR, all these guys. All these guys, so we will hear from that throughout here at the CUBE at Stratoconference. But Jeff, I want to get your take on the horse on the track. Obviously, it's a growth market. There might be some consolidation. We're going to maybe talk about that later, but yeah, I smell consolidation down the road. Certainly, competition at this level, heating up, means that there might be some shakeouts. There might be some acquisitions. There might be some formations. But remember, your big data survey points out the market share. So please share with the folks your analysis on the market share, market sizing, percentage of services and product, and where is that, and what does that mean to all this? Sure, well I think in terms of the percentage of software to hardware to services, I think services is the biggest part of the market right now. If you look at services, professional services and cloud services, I think what's going to happen over time is you're going to see the real value is going to shift from the hardware and the technical services to more of the value add professional services, applications, application development, that really allow companies to tackle specific business problems with Hadoop and Big Data. So I think that's kind of where the market's going. In terms of the horses on the track right now, I mean, we were talking earlier, Dave, I think there's, we ticked off at least six companies with their own Hadoop distributions at this point. Cladera, Hortonworks, Green Plum's got three of their own. Now Intel, so, you know, I don't. IBM. IBM. WinDisco. WinDisco, sure. Fujitsu. Right, so I don't think the market. Silicon angle. I don't think the market can sustain that many Hadoop distributions in the long term, but it's interesting, as you said, everyone sees this as an opportunity to, if you own the platform, that's really where you can start adding value on top and just really. Let's be more specific. The market cannot sustain six, seven, eight distributions. Here's how it works, right? The first guy in, number one, makes a lot of dough. Number two, makes a little bit of dough. Number three, barely breaks even, and if you're less than number three, you're not going to make any money. That's really the way it is. And so you've got to be in the top two or else you're not going to make any dough. Right, well, and the different companies we talked about, you know, it's more important for some than for others. So certainly Cladera and Hortonworks, it's all about winning the market in terms of the Hadoop distribution, that software. And in the case of Hortonworks, that's the services that go along with it. If you look at something like Intel today, they announced their own Hadoop distribution, but it seems pretty clear to me, what they are, they're most interested in expanding adoption of Hadoop. They're catalyzed, they're catalyzed, right? So they can sell more chips, but so to me, I don't even think if their particular distribution did not win the market, I don't think they'd even be that disappointed. If it served its purpose of actually getting others to really accelerate their development. Intel's an accelerant, they're exactly right. So, you know, I think for those couple peer plays at the top, sorry, Cladera and Hortonworks is very important. Green Plum, you know, again, I think I'd probably include them in that group as well. But some of the others, you know, they're looking at some of the value add services and other things that they could add on top. So it's really an interesting market. I think two or three Hadoop distributions is probably the most this market can sustain over the long term. So, we're going to be seeing who those winners will be. But right now, you know, we've done our market size, Cladera's in terms of revenue, certainly dating the pack with over, Brown's. Right now it's Cladera and MapR are getting it done. EMC's throwing a lot of weight behind it. Right, well I should point out and the EMC didn't make clear they've got 60, over 60 paying customers, Hadoop customers specifically. So, you know, that's potentially more than I think many people thought. They're third right now. Is that right? They're third or? Well, it's getting started because if you break out. MapR number two. Right, well it depends how you break out there. EMC, important works, number three, I mean. The question is how do you break out Green Problems revenue? Yeah, yeah. Hadoop versus the database. So, it's, well it gets a little fuzzy when you start looking at that, but I'd say they're. So, they're fourth. Okay guys, so that's the end of our lunch primetime power hour here at the queue. We break down the analysis top story. Again, the top story here today, day one of Stratoconference is one, a lot of announcements around new distributions of Hadoop, and obviously the competition is heating up between the big players, fighting out for leadership around their versions of distributions of Hadoop and their approach. One large scale, thinking new, one pre-existing enterprise with IT, and that's EMC versus Cloudera, and then the community, Hortonworks, MapR others. So, that's the big story with SiliconANGLE. We'll be right back with our next guest after this short break here. Live at Stratoconference, O'Reilly Media Stratoconference in Silicon Valley. I'm John Furrier with Dave Vellante, digibond.org. We'll be right back with our next guest.